Posted on Jul 13, 2016
Asiance worked with the FFT (Fédération Française de Tennis) on promoting Roland-Garros, the French Open, and the offline events that were held in Seoul this Spring.
In April, the FFT organized a series of events called ‘Rendez-vous a Roland-Garros’ in Seoul. Asiance worked with 16 power bloggers and 40 online communities to cover the events online. Along with this viral campaign, Asiance also managed a media campaign as well as brand blog content to further communicate about the events. The campaign succeeded in generating interest, awareness and engagement online, as well as in driving traffic to the offline events promoted.
In May and June, we actively promoted the Roland-Garros tournament and its offline events happening in Seoul, called ‘Roland-Garros in the city’, through frequent posting on the brand blog, media buying, and a viral campaign leveraging power bloggers.
During the Roland-Garros tournament, we collaborated with power bloggers to publish content inviting their audience to visit the ‘Roland-Garros in the city’ venue at Seoul’s City Hall Plaza, and to enjoy the numerous activities offered there: playing tennis on a clay court, watching a game in VR, watching the tournament through live broadcasting on a big screen… The campaign successfully generated interest and engagement with the online content, and drove traffic to the venue throughout the event.
After the tournament, in June, Asiance worked with the FFT to create a series of 4 videos about two Korean ambassadors’ (Jeon Mira and Yoon Jong Shim) attendance at Roland-Garros. These short videos were promoted on selected media channels and on Facebook pages to extend the Roland-Garros experience after the tournament ended.
Overall, this year’s events and online campaigns were very successful in establishing the Roland-Garros brand among Koreans and Asiance was proud to work on such exciting projects. We are looking forward to seeing what the 2017 tournament will bring to Korea!
Posted on Jun 23, 2016
Asiance worked with Evasion to launch a summer event this month, called the “Evasion world trip event”, bringing summer games to your screen!
We created an online trivia board game in two steps: the ‘Asia stage’ and the ‘Global stage’. For each stage, players roll the dice to move their pawn on the board, and have to answer 3 questions related to Evasion’s hotel offer. While the first stage focuses on Evasion’s beautiful hotels in Asia, the second stage emphasizes the international dimension of Evasion’s offer with breathtaking views from hotels all around the world.
Upon completion of both stages, players can register to the event and try to win a trip to London or a stay in Taipei. As a members-only event, users have to use or create their Evasion account to enter the contest. Targeting members, this game helps increase awareness about several Evasion hotels, while it creates brand awareness among new members.
Try your luck here until July 17th: http://summer.evasion.co.kr/
Posted on May 25, 2016
On May 14th, 2016, Seoul City Hall held a Baby Marathon at Seoul Plaza. Families with two children or more were invited to take part in the event and have their kids follow a 4-stage course, alongside hundreds of other kids.
Asiance and GoPro worked together to offer participants a fun experience with the brand at the event. GoPro set up a photo wall where pictures of kids playing soccer or having fun in an electric car were taken using GoPro cameras, and printed for the families to take home. Thanks to a close relationship with local distributors, we were able to offer a GoPro rental service for families to use GoPro cameras at the event, outside the booth. These efforts helped position GoPro as a family camera brand.
To further emphasize the family-oriented efforts, GoPro invited two influencers’ families to the event and seized the occasion to film great and fun family content to share on the brand’s social channels.
We often collaborate with offline activities and we are excited to come up with more offline brand activation ideas in the future!
Posted on Apr 25, 2016
Last month, Asiance worked with American Express to launch a fashion-oriented cashback event in order to increase brand perception as the ultimate credit card for overseas purchases.
From February 22nd to March 20th, 2016, holders of American Express® Cards issued by Samsung Cards benefited from a 15% rebate at luxury fashion retailer Net-A-Porter. The event was promoted on the brand’s communication channels (Facebook, NAVER Blog, company website) and supported by collaboration with a power blogger, a press release, Facebook advertising, and mobile advertising targeting department stores and premium locations.
Overall the campaign was a great success, with a peak in engagement on Amex Facebook page and a significant increase in sales made with Amex Samsung Cards. This special event is part of American Express’s partnerships with overseas online retailers in the brand’s efforts to position itself as the best card for overseas shopping for Koreans.
Posted on Apr 15, 2016
Asiance co-CEO Olivier Mouroux was featured in Les Echos, a famous French newspaper, in the April 8th issue. Sharing his insights on Korea’s fast-moving creative economy and booming start-up ecosystem, he compared today’s environment with the one from 2004, when he co-created Asiance.
In 2004, chaebols had no consideration for small players. Today, these large conglomerates are financing incubators and keeping a close eye on new companies to integrate them within their group if necessary.
Park Geun-hye’s election in 2012 made Korea more attractive for start-ups, as she declared the development of a creative economy a priority for South Korea, with a three-year plan launched in 2013 to drive economic innovation. In 2015, Korea allocated 2.7 billion dollars to setting up a start-up-friendly environment. Efforts are coming from both public and private bodies, with the creation of 17 centers bringing together conglomerates and local governments, and 24 private and public accelerator programs launched in the last three years.
Efforts have paid, with 30,000 young companies registered in Korea nowadays, which is twice as many as eight years ago. Long-term plans, one of Korea’s biggest strengths, enable entrepreneurs to project themselves in the future and make their activities durable.
The rise of start-ups in Korea, the world’s most connected nation, is impacting the jobs market. Indeed, more and more graduates are considering joining young companies rather than chaebols, as they are seeking a quick access to responsibilities. This is especially accurate among graduates who spent time abroad. However, it is not systematic for all Koreans yet, as employment is very much tied to social status in Korea, securing the appeal of large conglomerates such as Samsung, Hyundai and LG in the eyes of Korean graduates to start their career.
Posted on Mar 24, 2016
Following on the letter of intent signed in November 2015 by Naver’s CEO Kim Sang-heon and France’s Minister of Culture and Communication Fleur Pellerin, the Institut Français and the Embassy of France in Seoul launched the French Cast yesterday on Naver TVcast. With the year of France in Korea starting this month, the Institut Français and the Embassy of France in Seoul want to broaden the perception of France in Korea by immersing Koreans in France’s rich culture.
The French Cast is the first video channel in Korea to be entirely dedicated to France, offering Korean subtitled videos on various topics such as culture, sport, tourism, etc. With new videos uploaded regularly, the French Cast aims to give Koreans access to high-quality and exclusive contents to widen their vision of France.
Hosted on Naver TVcast, the channel is accessible anytime, anywhere and on any support: mobile, tablet, and desktop. With 24 million Koreans using Naver from their smartphone monthly, the Institut Français and the Embassy of France in Seoul intend to bring a bit of France into their life.
Asiance is working with the Institut Français and the Embassy of France in Seoul to promote the French Cast channel in Korea. Stay tuned for new videos and exclusive events in the upcoming months!
In the meantime, visit the French Cast to discover a rich selection of videos exploring France and its culture: http://tvcast.naver.com/frenchcast.